Peter Casey-Imagn Images

The New King of NASCAR Merch Has Dethroned Chase Elliott

Originally posted on Athlon Sports | By Swaraj Patil | Last updated May 30, 2025 6:02 PM ET

Chase Elliott has been the king of NASCAR merchandise for years. Fans couldn't get enough of his t-shirts, hats and collectibles. He has been the most popular driver for seven consecutive years, and his sales numbers prove it every single season.

But something big happened in 2025. Kyle Larson knocked Elliott off his throne and became the new merchandise champion halfway through the 2025 season, according to Adam Stern of the Sports Business Journal. For the first time in years, Elliott isn't number one anymore.

So what changed? Larson has been winning races and looking like a real championship contender. When drivers perform well on track, fans want to buy their stuff. It's that simple.

Here's what makes Larson different though. Most NASCAR drivers only race on Sundays in Cup Series cars. Larson races everywhere - sprint cars, dirt tracks, you name it. This means he has fans from all kinds of racing, not just NASCAR.

Larson's team also got smart about selling merchandise. They created special collections and limited edition items that fans actually want to buy. His online store offers everything from regular t-shirts to fancy collectibles.

.@KyleLarsonRacin is the leading @NASCAR driver in merchandise sales halfway through the 2025 regular season.

➡️ @ChaseElliott has been No. 1 in recent prior years. https://t.co/PYsxBcmv5K
— Adam Stern (@A_S12) May 30, 2025

Social media played a huge part, too. His team's savvy use of social media, exclusive online drops and interactive campaigns has created direct fan connections, driving sales through innovative digital activations that Elliott's traditional approach hasn't matched.

This isn't just about two drivers competing. It shows how NASCAR is changing. The sport now encourages drivers to build their own brands and connect with fans in new ways. Larson figured this out better than most.

Elliott still has plenty of loyal fans, and the season isn't over yet. But right now, Larson is proving that being popular means more than just winning races. You have to connect with fans and give them reasons to support you both on and off the track.

This article first appeared on Athlon Sports and was syndicated with permission.

More must-reads: